Your Store Name and URL are generated with your fill out your profile while setting up your store for the first time. You can change these at any time with these instructions.
Go to General Settings
From the merchant portal, choose Settings from the navigation menu, then select the Domains tab
Change Your Store Name and URL
Add the name of your store and the URL you'd like your store to be found at.
Save Your Changes
Press the Save button at the top or bottom of your screen.